November '14

For the Business of Apparel Decorating

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Internet Strategies by Kelly "Rags" Ragland | | | | Kelly "Rags" Ragland is owner and operator of Rags to Stitches Productions, a holistic advertising specialty company that provides a range of services, from Web design and development to custom- ized apparel. Read his blog at A s readers may know, when it comes to marketing goods and services online, I recommend a goal of "three clicks or less" for your customers to either add an item to a shopping cart or take action by contact- ing you directly for more information. Speed, efficiency, and ease of use all come into play for the user, and online consumers demand those elements in today's shopping ex- perience. For example, here's a story outlining my experience as a customer who has little desire to wade through countless websites in search of the teased item that inspired the engagement. A recent tweet from a company I follow caught my attention with a T-shirt that I was interested in buying right then and there. Had the provided link directed my click from said tweet to the product page with an add-to-cart button, I'd be sporting that garment today. However, when I clicked through to make my purchase, I was taken to the main storefront, and then forced to search for the originally promoted T-shirt. Rather than waste valuable time during my workday, I left the website disappointed, and it lost out on a sale. Creating and maintaining a mobile de- vice-friendly website is important. With the number of mobile users increasing faster than Han Solo made the Kessel Run and stats reporting rapid growth in purchases made through mobile devices, the future of online sales requires a mobile Web property for anyone marketing online. tools for On-the-Spot Sales: twitter 28 | Printwear N ov e m b e r 20 1 4

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